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WPP CEO Martin Sorrell told analysts on a Wednesday morning conference call that he’d like to see Rentrak and comScore “come together” to devise a solution for what Sorrell described as the “faulty measurement” for media that exists in the U.S. WPP has made investments in both those companies.
Asked if he meant that the two media research companies should merge to create a new business entity, Sorrell replied that he would “welcome cooperation of any nature” by the companies to address U.S. media measurement — particularly online video measurement, whose value is being increasingly questioned by clients. Marketers are worried about viewability levels and related standards and verification issues, Sorrell said.
Sorrell added that the current two-second viewability standard is “pretty ludicrous,” and that some clients are rolling back their commitments to online video because they can’t justify the investments based on current measurement and verification standards....
Video just isn't measuring up according to Martin Sorrell.